Method for generating sales of a conversational voice response system

ABSTRACT

In one aspect, the invention provides a method for generating a sales lead for the sale of a CVR system. The method comprises initiating a call in which a human calls an organization and interacts with an interactive voice response (IVR) system that defines an interface to a database for an organization in order to obtain information from the database; generating a first audio file comprising a recording of the interaction; generating a second audio file comprising a recording of an interaction of the caller with a CVR system in order to obtain the same information from the database; presenting the first and second audio files to a decision maker in the organization who has some influence on a decision to purchase the CVR system; tracking when the decision maker accesses the audio files; and initiating contact with the decision maker once access of the audio files is established.

FIELD OF THE INVENTION

Embodiments of the invention relate to techniques for generating salesleads in the field of call routing systems

BACKGROUND

Interactive Voice Response (IVR), is a telephony technology in whichsomeone uses a touch-tone telephone to interact with a database toacquire information from or enter data into the database. IVR technologydoes not require human interaction over the telephone as the user'sinteraction with the database is predetermined by what the IVR systemwill allow the user access to. For example, banks and credit cardcompanies use IVR systems so that their customers can receive up-to-dateaccount information instantly and easily without having to speakdirectly to a person. IVR technology is also used to gather information,as in the case of telephone surveys in which the user is prompted toanswer questions by pushing the numbers on a touch-tone telephone.

A conversational voice response (CVR) system is a technology whereby acaller can navigate an informational database in order to retrievepertinent information by having a conversation or dialogue with thesystem. The system plays audio prompts to get information from callerand uses the caller's utterances or responses to extract pertinentportions of the database for playback to the user. An example of a CVRsystem is described in U.S. patent application Ser. No. 10/319,144,which is hereby incorporated by reference. CVR technology is preferableto IVR technology in that a caller does not have to listen to longprompts and the caller can speak responses as opposed to having to keythe responses via a touch tone telephone.

A challenge of making an organization switch from IVR technology to CVRtechnology is to locate qualified prospects, to personalize marketingand sales information to match those prospects, and to deliver themarketing and sales information in a timely and compelling manner.

SUMMARY OF THE INVENTION

Embodiments of the present invention relate to a technique forgenerating a sales lead where the product to be sold is a conversationalvoice response (CVR) system such as is described in co-pending U.S.patent application Ser. No. 10/319,144 The technique may includegenerating a first audio file comprising a recording of an IVRinteraction between a human caller and the existing IVR system of theorganization. The IVR interaction represents a particular instance ofnavigation of a database to which the IVR system is designed to be aninterface. For example, the IVR interaction may involve the human callermaking a request for information such as balance due, payment due date,or status information pertaining to an insurance claim. A second audiofile is also generated. This second audio file comprises a recording thehuman caller navigating the database for the same information as withthe IVR interaction, except that the interface to the database for thesecond interaction is a CVR system. Both audio files are presented to adecision maker within the organization.

In one embodiment, presenting the audio files may include embeddinglinks to the audio files in webpage code that can be rendered on abrowser. The links may be used to download and play the audio files.

In order to increase a likelihood of a sale, in another embodiment, theinvention includes a tracking technique to track when the webpage isviewed by the decision maker so that contact may be made with thedecision maker shortly thereafter.

Other aspects of the invention will be apparent from the detaileddescription below.

BRIEF DESCRIPTION OF THE DRAWINGS

FIG. 1 shows a flowchart of a process to generate sales leads inaccordance with one embodiment of the invention.

DETAILED DESCRIPTION

In the following description, for purposes of explanation, numerousspecific details are set forth in order to provide a thoroughunderstanding of the invention. It will be apparent, however, to oneskilled in the art that the invention can be practiced without thesespecific details. In other instances, structures and devices are shownin block diagram form in order to avoid obscuring the invention.

Reference in this specification to “one embodiment” or “an embodiment”means that a particular feature, structure, or characteristic describedin connection with the embodiment is included in at least one embodimentof the invention. The appearance of the phrase “in one embodiment” invarious places in the specification are not necessarily all referring tothe same embodiment, nor are separate or alternative embodimentsmutually exclusive of other embodiments. Moreover, various features aredescribed which may be exhibited by some embodiments and not by others.Similarly, various requirements are described which may be requirementsfor some embodiments but not other embodiments.

Broadly, embodiments of the present invention disclose a method ofgenerating a sales lead for the sale of a CVR system. The steps in themethod can be seen in the flowchart of FIG. 1.

Referring to FIG. 1, at 10 a target is selected based on an analysis ofan existing IVR system for the organization. For example an organizationwith a “bad” IVR system may be selected as a target, in one embodiment.An IVR system is bad if it has multiple layers, multiple options, or toomany voices. In another embodiment, an organization is selected if itmeets a particular profile measured in terms of call volume (typicallythousands of calls), number of live agents (say more than 50), or annualrevenue (say greater that $100 M). Another factor in the selection ofthe organization is the brand associated with the organization. Strongbrands translate into a good vision clip (see below) or comparative webpage. Organizations may also be selected based on their focus oncustomer loyalty and retention policies. This can be evidenced by theorganization having a VP or C-level person responsible for customerservice/support.

At 20, a process for recording an IVR interaction is implemented. Forthis process a human caller calls the selected organization andinteracts with the IVR to navigate through a database to obtaindifferent pieces of information pursuant to different transactions. Eachtransaction may be a bottom-line (monetary) transaction, for example apayment transaction or an order status transaction. The calls may bemade to a vanity number for the organization. The idea behind makingmultiple calls is to find a sample transaction for which it iscumbersome or difficult to get information for. In other words, it takesto long to get to the information. In one embodiment, an ease indicationmay be used to quantify the relative ease of navigating or getting todesired information. To calculate the ease indication, metrics suchlength of time elapsed before the desired information is retrieved, thenumber of menus that must be navigated, the number of key presses etc.to the desired information. Once the sample transaction is identified,the process 20 includes recording the caller's interaction with the IVRsystem in order to navigate the database in order to retrieve theinformation for the sample transaction. A first audio file is generatedcorresponding to the recording. At 25, a CVR is recorded.

Next in process 30, a vision clip is generated for the sampletransaction. A vision clip is an illustrative conversation that thecaller has with a CVR system in order to navigate the database to obtainthe information associated with the sample conversation in the firstaudio file. The point of the vision clip is to demonstrate the ease withwhich the information associated with the sample conversation may beretrieved using the CVR system as opposed to using the IVR system. Theillustrative conversation is recorded and saved in a second audio file.The illustrative conversation may be carefully scripted to demonstratethe efficacy of conversational call routing. In some cases a prompt fora cross-sell or for an up-sell may be included in the illustrativeconversation. For example in the case of life insurance the cross sellprompt may prompt for the sale of home owner's insurance, in the case ofan electronic product sale, the up-sell prompt may prompt for the saleof rechargeable batteries, or in the case of a transaction pertaining toan address change, the up-sell prompt may prompt for an upgradedsubscription.

In one embodiment, the illustrative conversation may include brandinginformation such as a tagline for the organization, and earcons so as tomake it as realistic as possible. In one embodiment, the illustrativeconversation is scripted to mirror the intent of the IVR. However, theconversation is streamlined as much as possible, for example byeliminating confirmation prompts, and by minimizing unnecessary stepssuch as legal disclaimers and language prompts. Thus, the illustrativeconversation is made as minimal as possible to allow rapid informationretrieval from the database.

Referring again to FIG. 1 of the drawings, in process 40 a landing pageis created using the first and second audio files. The landing page is awebpage that includes embedded links to the first and second audiofiles. The landing page includes the necessary browser executable codeto enable a browser to render the landing page. In one embodiment, thewebsite landing page may include detailed metrics about number of menuitems, number of menu layers, time to begin, time to complete, etc. Thelanding page is hosted on a server and is assigned a uniform resourcelocator (URL) that includes at least a part of a name for theorganization.

In process 50 an email is created for the purpose of sending the URL forthe landing page to the decision maker. An example of such and email isshown below”

Dear Mr. Plotts, A colleague of mine recently called Allstate at 800-ALLSTATE to make a payment. It took him over two minutes to navigatethrough an extensive set of menus and touch-tone decision trees to reachthe automated “make a payment” selection and complete the transaction.As CEO of a voice self-service company, I hear about a number ofconfusing and sometimes frustrating customer service applications. Ifound the Allstate example intriguing, so I asked my team to record thecall and then asked them to construct the same scenario using TuVoxvoice self-service. I think you'll find the difference remarkable.Please take a minute to hear this comparison for yourself athttp://www.tuvox.com/prc/prc_allstate_2557/ As you know, many of thecommon points of frustration in this example (multiple menu options,number of touch tone entries) are not unique to Allstate. They are dueto the inherent limitations of traditional touch-tone applications,particularly when there is a broad range of customer choices that haveto be accessed using a touch-tone menu. As you heard in the attachedexample, with the TuVox natural language (“How can I help you?”) userinterface, the caller simply says why they're calling and getsimmediately routed to the right area to complete their transaction. Inaddition, TuVox automates the majority of routine agent tasks byautomatically converting and delivering existing enterprise data(customer information, web self-service content, knowledge bases, etc.)through sophisticated voice self-service applications, using aconversational interface like the example you just heard. Thiscombination provides the most tangible value by reducing support costswhile providing a better caller experience. If you found thiscompelling, I think you'll be surprised at how quickly and affordablyAllstate could have this in place for its customers. TuVox has deliveredapplications like these in as little as sixty days, enabling companieslike MCI, TiVo and the United States Postal Service to improve customersatisfaction and brand loyalty while reducing customer support costs. Iwould like to speak with you about how we could do the same forAllstate. I will have my assistant follow up with you to arrange amutually agreeable time to talk. Best regards, Larry Larry S. MillerPresident and CEO 408-625-1700 http://www.tuvox.com

When generating the email, a subject line is selected to reflect thecontent of the email such as “XYZ Customer Service Issue” and to grabthe attention of the decision maker. The body of the email describes thecustomer service issue succinctly and specifically. The 800 number orthe vanity number of the organization that was called is referenced inthe email. Information pertaining to the call such as the length of timespent navigating to the information, the duration of time spent waitingfor service in a queue, etc is also included in the email body. Theemail body also includes an embedded link to the landing page.

In process 60, the email is sent to the decision maker. The emailproperties are set to request a delivery receipt or confirmation. Thepriority of the mail is set to high, and a digital signature is addedfor credibility.

In process 70, the landing page URL is monitored to determine whether ishas been visited. A monitoring service such as that provided by VisistatInc of Saratoga, Calif. may be used to provide real time monitoring ofthe landing page.

In process 80, once it is determined that the landing page has beenvisited, contact is made with the decision maker. The contact mayinclude a telephone call to the decision maker or a gatekeeper such asthe decision maker's administrative assistant. The call is to discussthe possible purchase of the CVR system by the organization. Typically,a follow up meeting results from the telephone call.

While certain exemplary embodiments have been described and shown in theaccompanying drawings, it is to be understood that such embodiments aremerely illustrative and not restrictive of the broad invention and thatthis invention is not limited to the specific constructions andarrangements shown and described, since various other modifications mayoccur to those ordinarily skilled in the art upon studying thisdisclosure. In an area of technology such as this, where growth is fastand further advancements are not easily foreseen, the disclosedembodiments may be readily modifiable in arrangement and detail asfacilitated by enabling technological advancements without departingfrom the principals of the present disclosure or the scope of theaccompanying claims.

1. A method for generating a sales lead for a conversational voiceresponse system (CVR), the method comprising: initiating a call in whicha human calls an organization and interacts with an interactive voiceresponse (IVR) system that defines an interface to a database for anorganization in order to obtain information from the database;generating a first audio file comprising a recording of the interaction;generating a second audio file comprising a recording of an interactionof the caller with a CVR system in order to obtain the same informationfrom the database; presenting the first and second audio files to adecision maker in the organization who has some influence on a decisionto purchase the CVR system; tracking when the decision maker accessesthe audio files; and initiating contact with the decision maker onceaccess of the audio files is established.
 2. The method of claim 1,further comprising navigating the database with the IVR system to obtainseveral distinct pieces of information; generating an ease indicationfor each of the several pieces of information that is representative ofthe ease with which the piece of information can be obtained; andselecting that information that has a low ease indication to navigate toas the information that the caller navigates to for purposes of thegenerating the first audio file.
 3. The method of claim 1, whereinpresenting the first and second audio file to the decision makercomprises developing web page code that can be rendered as a web page ona browser, the web page code having downloadable links to the first andthe second audio files embedded therein; and sending a link to the webpage code to the decision maker via email.
 4. The method of claim 3,wherein the email includes text explaining how the first and secondaudio files were generated.
 5. The method of claim 4, further comprisingsending the email to the decision maker and to an administrativeassistant for the decision maker.
 6. The method of claim 5, furthercomprising telephoning the organization to establish an identity of thedecision maker and the administrative assistant.
 7. The method of claim5, wherein tracking comprises requesting a delivery confirmation from anemail system that delivers the message.
 8. The method of claim 7,wherein tracking comprises monitoring when the URL for the webpage codeis accessed.
 9. The method of claim 1, wherein the link to the webpagecode includes a uniform resource locator (URL) that has a part of a namefor the organization therein.
 10. The method of claim 1, whereininitiating contact with the decision maker comprises telephoning thedecision maker.
 11. The method of claim 1, wherein the decision maker isthe chief executive officer of the organization.
 12. The method of claim1, wherein the email is sent on a weekend.
 13. The method of claim 1,wherein the email includes a digital certificate.
 14. The method ofclaim 1, wherein the interaction of the caller with the CVR systemcomprises a cross-sell prompt and response.
 15. The method of claim 1,wherein the interaction of the caller with the CVR system comprises asup-sale prompt and response.